- Coca-Cola European Partners has added a supercharged citrus variant to its core Monster Energy range
- Monster Nitro is enhanced with nitrous oxide to give a uniquely light, dry carbonated texture
- Range expansion follows a record 12 months which saw Monster add more than £63m to its retail value
Coca-Cola European Partners (CCEP) is targeting seasoned energy drink fans with its latest launch - Monster Nitro - which uses blended gas technology to give consumers an uplift, in a first for the category.
Monster’s signature energy base has been supercharged with a blend of nitrous oxide and carbon dioxide gas, to deliver a uniquely light, dry carbonated texture.
The new 500ml variant contains 32mg of caffeine per 100ml and aims to deliver a satisfying citrus taste.
POS materials are available - via CCEP’s trade website My.CCEP.com - to support the roll-out from May, emblazoned with the strapline, ‘BRING THE N2OISE’, to create theatre in-store and online.
In addition to its strong core range, CCEP says new product innovation is key to maintaining momentum behind the Monster brand, which is driving growth in the energy drinks sector. Now worth more than £321m according to Nielsen data, Monster is the fastest-growing energy drinks brand in GB, and has delivered more than half of the sector’s £148.2million growth over the past two years.
Monster Nitro is the fourth new product from Monster this year, following the launch of Monster Mule, Monster Ultra Fiesta and Monster Juiced Monarch in January.
Gemma Nicholas, associate director, commercial development at CCEP GB, said: “Energy drinks continue to grow, and much of this is down to the success of the Monster brand. In fact, more shoppers are buying more of Monster’s drinks, more often then ever before, and with this in mind, we must continue to innovate, to secure their long-term loyalty and maintain engagement.
“With the launch of Monster Nitro, we’re giving our fans something they’ve never had before. We’re confident that along with our other recent launches across our Core, Juiced and Ultra ranges, and the high-impact marketing, promotions and sponsorships Monster is famous for, this will help to drive sustained growth throughout 2021 and beyond.”
Monster Nitro is available in plain and price-marked packs. Tips to help convenience retailers make their energy fixtures work as hard as possible, including the role PMPs can play in delivering visible value are available at Monster and CCEP’s new retailer support platform, www.salessupercharged.co.uk.